PADI Programs at 2018 DEMA Show

PADI® Programs at the Westgate Las Vegas Hotel and Casino

PADI Social

Tuesday, 13 November – 6:00-8:00 pm Ballroom: Paradise Pavilion North

Kick off the DEMA Show week with the PADI Social in the Westgate Las Vegas Hotel and Casino Paradise Ballroom. Mingle and network with scuba industry colleagues, PADI staff and hundreds of your friends as we celebrate the year’s successes and look forward to an exciting year ahead.

Course Director Update

Tuesday, 13 November – 7:30 am-12:00 pm

This year’s Course Director Update focuses on the all-new Instructor Development Course that’s coming soon along with PADI’s optimized digital product suite. The update reviews the revised IDC standards and curriculum including a preview of the new eLearning component and evaluation tools. It also covers the new PADI eLearning® environment, updated and expanded course offerings and the enhanced PADI Online Processing Center. The update will feature breakout sessions to cultivate interaction and engagement with colleagues and PADI Staff. Renewed, Teaching status Course Directors qualify to attend the half-day program. Topics include:

  • IDC eLearning and the Revised Curriculum
  • What’s New: PADI’s Optimized Digital Product Suite – Revitalized, Globalized and Streamlined
  • Knowledge Development Evaluation Training Workshop
  • Confined and Open Water Evaluation Training Workshop

Also at the Course Director Update, don’t miss the PADI Frequent Trainer Program award ceremony recognizing PADI Platinum Course Directors.
To register for the program, contact Yvonne Lara at 800 729 7234 (US and Canada only), +1 949 858 7234, ext. 2296.

IDC Staff Instructor Update

Friday, 16 November – 8:00 am-12:00 pm

This year’s IDC Staff Instructor Update focuses on the all-new Instructor Development Course that’s coming soon along with PADI’s optimized digital product suite. The update reviews the revised IDC and Assistant Instructor course standards and curriculum including a preview of the new eLearning component and evaluation tools. It also covers the new PADI eLearning® environment, updated and expanded course offerings and the enhanced PADI Online Processing Center. Renewed, Teaching status IDC Staff Instructors qualify to attend the half-day program. Topics include:

  • IDC eLearning and the Revised Curriculum
  • What’s New: PADI’s Optimized Digital Product Suite – Revitalized, Globalized and Streamlined
  • Knowledge Development Evaluation Training Workshop
  • Confined and Open Water Evaluation Training Workshop

To register for the program, contact Yvonne Lara at 800 729 7234 (US and Canada only), +1 949 858 7234, ext. 2296.

PADI Adaptive Techniques Specialty Program Orientation

Wednesday, 14 November – 8:00 am-12:00 pm

This half-day program introduces the PADI Adaptive Techniques Specialty Program to PADI Instructors and PADI Course Directors. If you want to learn techniques and effective approaches for teaching and supervising divers of varying abilities and physical challenges, this program is for you. Many of the concepts discussed apply to all diver training, but this focused practice will also raise your awareness and strengthen your student-centered teaching ability. Completion of this orientation results in certification as a PADI Adaptive Techniques Specialty Program Instructor (or Instructor Trainer if you’re a PADI Course Director), once additional experience is documented. The PADI Adaptive Techniques Specialty Program qualifies you to teach two courses: PADI Adaptive Teaching Techniques Specialty course to dive leaders and the PADI Adaptive Support Diver Specialty course to divers.

To register for the program, contact Yvonne Lara at 800 729 7234 (US and Canada only), +1 949 858 7234, ext. 2296.

Emergency First Response® Instructor Trainer

Thursday, 15 November – 8:00 am-1:00 pm

This half-day program is open to Emergency First Response Instructors who have completed the preparatory online component and conducted at least
five Emergency First Response courses or issued at least 25 Emergency First Response course completion cards. This program includes access to online presentations, an Emergency First Response Instructor Trainer Manual (digital version), Emergency First Response Instructor Course Lesson Guides, Emergency First Response Instructor Course exam booklet and the Instructor Trainer application fee. Please bring a current or updated Emergency First Response Instructor Manual.

To register for the program, contact Yvonne Lara at 800 729 7234 (US and Canada only), +1 949 858 7234, ext. 2296.

PADI Business Academy: Google Ads Made Easy

Saturday, 4 November – 8:00 am-12:00 pm

A step-by-step interactive seminar focused on implementing Google Ad campaigns. Stay ahead of the curve by learning how to properly market your business and services with Google advertising. This seminar will focus on how to plan, prepare and implement Google AdWords and Display Ad campaigns,complemented by live demonstrations and workshops.
Note: CDTC applicants can earn three seminar credits by attending this workshop.

Early-bird registration fee:

$100 US for PADI Five Star Dive Centers and Resorts
$115 US for PADI Dive Centers, Resorts, Recreational Centers and Boats
$125 US for Individual Members
After 25 October, add $25 US

Contact Lisa Joralemon at 800 729 7234 (US and Canada only), +1 949 858 7234, ext. 2552 to register.

PADI Miniseminars at the Las Vegas Convention Center is Las Vegas, Nevada, USA.

By attending the “Tour the New PADI Online Processing Center” and “PADI Products, Programs and Standards” miniseminars, along with two additional presentations, you can regain Teaching status after not renewing for one to three years. To gain seminar credits toward the PADI Master Instructor rating or Course Director Training Course application, you receive one credit for every three PADI Miniseminars attended. Attendance validation is required for credit and forms will be available at the seminars.

Tour the New PADI Online Processing Center (Required for Credit)

This seminar will give you an in-depth tour of the new PADI Online Processing Center. PADI staff will teach you how to distribute and process digital codes, manage digital forms and answer any questions you may have.

PADI Products, Programs and Standards (Required for Credit)

Discover how to leverage new products and programs to increase business, while learning about any additional standards changes that will affect your daily teaching.

Risk Management 2018: Protect Your Divers and Yourself

Are you prepared in your ongoing efforts to avoid dive accidents? Determine how prepared you are through an analysis of real dive incidents and learn how conservative decisions provide better protection. You’ll also learn how to better manage risk in diver education programs and throughout your dive business.

CDTC Q&A: What It Takes to Become a PADI Course Director

PADI Course Director is the ultimate PADI Professional rating. Attend this miniseminar to learn how you can reach this goal and about the prerequisites, application procedures and acceptance protocols for the Course Director Training Course.

Freediving + Scuba = Huge Potential

The PADI Freediver program is gaining momentum and you will benefit from adding freediving to your course offerings. Hear from successful PADI Members who have integrated freediver training into their businesses and have experienced great success.

Energize Your Instructor Development Program

Join the PADI Instructor Development team for a 60-minute workshop centered on building a comprehensive and successful instructor development program. Walk away with ideas to create a better customer experience and increase pro-level signups.

Sneak Peek at PADI’s Next Generation Digital Products

Come see the next generation of eLearning digital products and take a tour of the new digital delivery platform. Find out what’s available now and what’s coming down the pike.

Marketing to Youngsters: How to Leverage a Generation to Grow Diving

Did you know Millennials will outnumber Baby Boomers by 2019? Or that Generation Z represents 25 percent of the US population? This seminar will give you tips to tap into the youth market to not only grow your business but also lift the industry as a whole.

Mastering the Art of Entry-Level Conversion

Are you leveraging every tool or opportunity to convert new customers into new divers? Discover the top 10 best practices to increase entry-level certifications, and hear from members who have seen great success using easy-to-implement tactics.

Discover a New World of Opportunity through PADI Travel™

Learn how to use PADI Travel offerings to increase course sales and profits. Already have a travel program? Come learn how you can get involved in the affiliate program to help supplement your travel program.

Conservation as a Business Plan

While remaining committed to safe and responsible diver education, together we can make a significant impact on key issues facing the planet by elevating environmental consciousness in all PADI Divers. Come find out how you can attract younger divers, differentiate your dive center and integrate conservation into your business plan to increase profits while preserving the ocean for future generations. Showing you how to align your business with PADI Pillars of Change and Project AWARE will be the focus of this seminar.

Leveraging PADI Tools to Increase Diver Loyalty and Retention

Discover how to create lifelong divers by leveraging My PADI Club. In this seminar, you’ll learn how you can grow and advertise your business, build stronger relationships with your customers, and keep divers diving for a lifetime.

PADI Partners

Project AWARE® Specialty Workshop – Revised and Relaunched!

In this interactive workshop, you’ll discover new and exciting ways to teach the revised Project AWARE Specialty. Guided by Project AWARE’s 10 Tips for Divers to Protect the Ocean Planet, you’ll gain practical tools and teaching tips that will make this the go-to course at your dive center or resort. Be prepared for discussion, action and sharing of ideas. You’ll walk away from this workshop ready to turn your divers into the next generation of ocean advocates.

From Swim to Scuba: How to Grow Your Business with PADI Swim School

Learn how adding swim lessons to your business not only provides additional income and job opportunity, but also brings new swimmers, divers, families of divers and the community into your business. Whether you have a pool, rent a pool, want a pool or have an ocean available, PADI Swim School is for you!

EVE Diving Services Will Grow Your Business

Come see how the EVE Ultimate System can help you overcome the barriers of cost, time and training and show you how to implement a single, integrated approach to your store’s marketing and sales needs.

Tec Seminars in the Tec Resource Center

Breaking the Accident Chain

No one ever thinks they will have an accident when starting a dive. Accidents don’t generally occur from a single failure but are caused by a series of events the victim didn’t predict could happen. This presentation will explore the events surrounding incidents and what we can do to break the chain before we become victims ourselves.

Critical Decisions in Tec Diving

PADI Education and Content Development Executive Karl Shreeves looks at what cognitive and social sciences have to say about how we can make the right decisions when they matter most as divers, as well as avoiding common bad-decision pitfalls.

EVE Seminar Series at the Westgate Las Vegas Hotel and Casino

EVE Intro to Marketing

Wednesday, 14 November – 8:00-10:00 am

Research from DEMA shows that the return on investment for email marketing is $30 US earned for $1 US spent. There is no substitute for a well thought out email from your store directly into the palms of your new or returning customer. Letting them know about offers, PADI courses, trips, equipment and news is vital to increase your revenue. Learn how to take simple steps to revolutionize your interaction with your customers at key points of contact.

EVE Websites

Wednesday, 14 November – 10:00 am-12:00 pm

Discover how to make the seamless transition to a website that works for you and your customers. Get set up with more than 130 ready-to-go, high-end, customizable templates as well as a delivery platform for you to target the right customer at the right time with the right message. Come learn how these sites integrate with your marketing, schedules and your sales goals.

EVE Pro App

Thursday, 15 November – 8:00-10:00 am

Empower your instructors to drive your business with the new EVE Instructor App for iOS/Android/Web. Learn how the EVE Instructor App can directly connect to EVE in your store, which helps provide your instructors with a range of applications and tools necessary to successfully manage your business and promote your services.

New EVE Online Store

Thursday, 15 November – 10:00 am-12:00 pm

Come learn how to use the online store for eCommerce, online courses and event bookings. Learn about the EVE online store hybrid operations such as “Scuba and Swim” and “Fish and Dive,” which are easily managed with this completely new product architecture.

EVE Advanced Marketing

Friday, 16 November – 8:00-10:00 am

Keep in touch with your customers with the right message at the right time with EVE Marketing Agent. Attend this seminar to learn how to use EVE Marketing Agent to increase bookings, continuing education, dive trip sales and servicing.

EVE Ultimate

Friday, 16 November – 10:00 am-12:00 pm

Discover the complete system in which EVE Cloud hosting brings every feature and application of all of these products and services together in one place. There is a place for you and your customers, wherever they may be. Discover why EVE Synergy is the best award-winning system for the very best price.

PADI’s Room Block is Open

Book your room at the Westgate Las Vegas Resort and Casino for DEMA Show 2018, just steps away in the North Hall of the Las Vegas Convention Center. Call PADI Travel™ to secure the special room rate of $110 US per night* (plus tax). Pay the resort fee and you’ll receive complimentary wireless internet, access to the hotel’s fitness center, in-room safe use and free local and toll-free domestic calls.

PADI programs such as the PADI Social, Course Director Update, IDC Staff Instructor Update and Emergency First Response Instructor Trainer course will take place in the Westgate Las Vegas Resort and Casino, so you’ll be at the center of the action.

Contact PADI Travel at 800 729 7234 ext. 2539 (US and Canada) or email Christine.Grange@padi.com to book your room today.

*Rates subject to change without notice.

How to Use PADI Referral Marketing Materials

 Written by Megan Denny

Referral Candy, an international marketing firm that specializes in word-of-mouth marketing reports, “Marketing-induced consumer-to-consumer word-of-mouth generates more than twice the sales of paid advertising in categories as diverse as skincare and mobile phones.”

McKinsey and Company, a renowned worldwide consulting firm, found, “old-fashioned kitchen table recommendations and their online equivalents remain so important. After all, a person with 300 friends on Facebook may happily ignore the advice of 290 of them. It’s the small, close-knit network of trusted friends that has the real influence.”

If you’re tired of spending time and money on marketing and advertising efforts with a low return, try referral marketing. Visit the PADI Pros’ Site to download free marketing collateral and launch your campaign.

Here’s a few ideas for using PADI referral marketing materials:

Around the Store

  • Put a stack of postcards by the register
  • Insert a postcard in each student Crew Pak
  • Hang a poster in the classroom
  • Tape up a flyer in the dressing room and bathroom
  • Drop a postcard into each student’s certification card envelope

When promoting your program, create a sense of urgency. Customers are the most likely to refer someone within the first week or two after being certified. After 30 days, that likelihood drops off dramatically. Consider stamping the postcards and flyers with a date and the words “valid for 30 days.” You can also reach out to recently-certified customers, and customers who are very active with your business.

In Google or Facebook Ads

Both Facebook Ads and Google’s AdWords allow you to upload a spreadsheet of customer email addresses and target ads to people who are already familiar with your business. Use the PADI web banners to quickly create clickable ads.

By email

Create a web page that explains your referral program and how customers can refer friends. Compose an email to your customers with a link to this webpage and include ideas on who they might refer. For example: “Do you know someone who loves to spend time in the water? A co-worker who loves to travel? A family member who enjoys outdoor photography? Change someone’s life by inviting them to try scuba diving!”

On Your Website and Social Media

Create a link to your referral program webpage from your homepage, include it in your email signature, and post about it regularly on social media (at least every 2-3 weeks). You can use the PADI referral program images on Facebook, Instagram, etc., or showcase some of your favorite divers who are lifelong friends.

Via a Customer Service Survey

Sending a customer service survey to your customers can be a goldmine of information and ideas. Read this article for more information and question ideas. When building the survey include a question along the lines of, “How likely are you to recommend us to a friend, family member or co-worker?” and put it towards the end of the survey. Make the answer choices, “very likely, somewhat likely, unlikely.”

If using Survey Monkey (free for up to 10 questions), you can automatically direct low scores to a blank text field where they can answer “How can we improve?” Positive answers can be directed to a page of information about your referral program.

 

The New PADI Dive Shop Locator (Beta) is Live!

Getting people to learn scuba diving (and continue on after they’re certified) is a team effort, and PADI® is always looking for ways to make Members’ businesses stand out and shine. The Dive Shop Locator (DSL) was created more than a decade ago so new divers could find dive training they could trust.

padi dive shop locator

With the newly redesigned and repackaged PADI.com, it was time for the DSL to get a refresh. As the new PADI DSL Beta is unveiled, PADI Members will see a host of exciting features – all with the goal of making sure their business keeps growing. Here’s a quick FAQ of what you can expect from the new PADI Dive Shop Locator.

What are the key features to the new DSL?

Check out the value and sheer number of these new features of the PADI DSL Beta.

  • Better User Experience – The user journey matches what users expect from a location-based search experience from sites like Yelp, TripAdvisor, and Google Maps. This includes cleaner page layouts and information hierarchy, intuitive task flows and visual consistency.
  • Enhanced Map View – Adjustments to the way search looks at geography has improved the look and feel of the visual indicator dive shop flags to clearly indicate the type of dive center shown on the map (e.g. a PADI 5 Star).
  • Improved Filtering – New filters use more descriptive terminology and intuitive filter groupings.
  • Faster Loading Speed/Performance – The new PADI DSL is a quicker experience regardless of whether your area has high or low bandwidth.
  • More Detailed Dive Shop Pages – Each dive shop has a unique URL and page. This will allow the pages to be “deeplinked,” which helps marketing teams and members share the URL via email and on websites, and allows pages to be indexed by search engines like Google.
  • Better Mobile Experience – The new DSL is a fully mobile friendly and responsive experience.
  • Improved Search – Users will have the ability to search by almost any (reasonable) dive-related phrase to locate a dive shop or location.
  • More Clearly Delineated Ads – Sponsored ads are displayed within the search results list and map, making them more visible to end-users.
  • Filter by Freediving Centers – Individual dive shop pages and filter menu includes the ability to filter by freediving centers.
  • Visibility for PADI 5 Star – Search results show all shops but, list 5 Star Dive Centers and Resorts more prominently.

What is a “Beta” and how will this work?

The Dive Shop Locator is an important tool that divers find and connect with dive centers and resorts. To fully understand how any new design affects this process, the PADI team will make both the current and new design available to users and allow them to switch between each experience and leave feedback. For the next two to three months, the team will monitor interact with each, adjusting each design as needed and sharing the learnings. 

How long will the DSL Beta run?

The DSL Beta will initially run for eight to 12 weeks, but will be flexible so that enough data can be collected to make the DSL the best it can be.

PADI eLearning Environment Update

In the effort to provide PADI Divers an elegant customer journey from point of purchase to product completion, PADI is on a digital product mission. PADI has always been a world-class leader in diver education and has always been committed to creating the best diver training materials in the world and delivering them to the global network of PADI Dive Centers, Resorts and Professionals. PADI Members have always offered the world’s most sought-after diver certifications and have always enabled people to explore our water planet confidently and competently. So what is new? This has just become significantly easier. PADI is rolling out some major updates to the (newly named) eLearning Environment.

Today, PADI Members send a code from the online processing center to their students to allow those users to access eLearning products. Users then get an email with a link to access the product and an option to choose communication emails in a language of their choice. None of these steps have changed.

But now, when users click the link in that email, they are then taken to a freshly designed page where they create accounts to access their digital products. (If they already have an account, they simply use their login credentials to access their new materials.) The speed and efficiency of the login and sign up processes has been significantly improved too.

The new environment is clean and uncluttered. There’s a menu bar across the top, which makes it nice and simple for users to find their way. It’s easy to access PADI.com (by clicking either the logo or the PADI.com item in the menu bar). It’s easy to change languages. There’s a help option where users can find the number to call (or click a link to send an email directly to) the PADI office that supports them. There’s also the ever-popular forgotten password option where users can enter their account email and get a link to reset their passwords. Information icons provide additional information should users need it. It’s a clean simple interface and it’s difficult to get confused.

Once users sign in, they have the option to confirm or change their address. Now the icon in the top left changes from PADI to PADI eLearning®, confirming users are in the eLearning™ Environment where all their courses reside. (A My Courses subhead confirms this). A simple, clean, panel identifies each course. Users can either click on the panel image or the View Courses box to access everything in their certification paks. All this content is clearly listed and seamlessly accessible, with user-friendly links and, one of the big improvements is that there is now only one single login to access the eLearning environment.

In their eLearning materials, users can see all the components in their certification paks: the tablet product, the low-resolution manual, the eRDPML™ and the eTraining Dive Log complete with a link straight to ScubaEarth where that log lives (instead of having to login yet again for ScubaEarth). Obviously, the components vary with the course.

The bottom line is that it’s a much cleaner, more organized, user environment. The menu bar follows users wherever they go, so they always have those options. Things just got a lot easier for eLearners. There’s a lot more in store, expect other features to roll out regularly.

The Small Print/Technical Requirements

Tablet and Mobile Devices

  • iOS tablet and phone operating system 9 (limited support) 10 and 11. Current version and two previous versions
  • Android tablet and phone operating system Nougat and Oreo. Current version and two previous versions

Desktop/Web Viewer

  • Mac OSX 10.10 or later with the two most recent browser versions of Safari, Chrome, or Firefox
  • Windows 7 or 8.x with the two most recent browser versions of Chrome, Firefox, or Internet Explorer 11 or later
  • Desktop Web Viewer not supported on tablets or phones

PADI Miniseminars at the 2018 DEMA Show

Here’s the line up of planned PADI® Miniseminars for the 2018 DEMA Show at the Las Vegas Convention Center is Las Vegas, Nevada, USA.

By attending the “Tour the New PADI Online Processing Center” and “PADI Products, Programs and Standards” miniseminars, along with two additional presentations, you can regain Teaching status after not renewing for one to three years. To gain seminar credits toward the PADI Master Instructor rating or Course Director Training Course application, you receive one credit for every three PADI Miniseminars attended. Attendance validation is required for credit and forms will be available at the seminars.

Tour the New PADI Online Processing Center (Required for Credit)

This seminar will give you an in-depth tour of the new PADI Online Processing Center. PADI staff will teach you how to distribute and process digital codes, manage digital forms and answer any questions you may have.

PADI Products, Programs and Standards (Required for Credit)

Discover how to leverage new products and programs to increase business, while learning about any additional standards changes that will affect your daily teaching.

Risk Management 2018: Protect Your Divers and Yourself

Are you prepared in your ongoing efforts to avoid dive accidents? Determine how prepared you are through an analysis of real dive incidents and learn how conservative decisions provide better protection. You’ll also learn how to better manage risk in diver education programs and throughout your dive business.

CDTC Q&A: What It Takes to Become a PADI Course Director

PADI Course Director is the ultimate PADI Professional rating. Attend this miniseminar to learn how you can reach this goal and about the prerequisites, application procedures and acceptance protocols for the Course Director Training Course.

Freediving + Scuba = Huge Potential

The PADI Freediver program is gaining momentum and you will benefit from adding freediving to your course offerings. Hear from successful PADI Members who have integrated freediver training into their businesses and have experienced great success.

Energize Your Instructor Development Program

Join the PADI Instructor Development team for a 60-minute workshop centered on building a comprehensive and successful instructor development program. Walk away with ideas to create a better customer experience and increase pro-level signups.

Sneak Peek at PADI’s Next Generation Digital Products

Come see the next generation of eLearning digital products and take a tour of the new digital delivery platform. Find out what’s available now and what’s coming down the pike.

Marketing to Youngsters: How to Leverage a Generation to Grow Diving

Did you know Millennials will outnumber Baby Boomers by 2019? Or that Generation Z represents 25 percent of the US population? This seminar will give you tips to tap into the youth market to not only grow your business but also lift the industry as a whole.

Mastering the Art of Entry-Level Conversion

Are you leveraging every tool or opportunity to convert new customers into new divers? Discover the top 10 best practices to increase entry-level certifications, and hear from members who have seen great success using easy-to-implement tactics.

Discover a New World of Opportunity through PADI Travel™

Learn how to use PADI Travel offerings to increase course sales and profits. Already have a travel program? Come learn how you can get involved in the affiliate program to help supplement your travel program.

Conservation as a Business Plan

While remaining committed to safe and responsible diver education, together we can make a significant impact on key issues facing the planet by elevating environmental consciousness in all PADI Divers. Come find out how you can integrate conservation into your business plan to increase profits while preserving the ocean for future generations.

Leveraging PADI Tools to Increase Diver Loyalty and Retention

Discover how to create lifelong divers by leveraging My PADI Club. In this seminar, you’ll learn how you can grow and advertise your business, build stronger relationships with your customers, and keep divers diving for a lifetime.

PADI Partners

Project AWARE® Specialty Workshop – Revised and Relaunched!

In this interactive workshop, you’ll discover new and exciting ways to teach the revised Project AWARE Specialty. Guided by Project AWARE’s 10 Tips for Divers to Protect the Ocean Planet, you’ll gain practical tools and teaching tips that will make this the go-to course at your dive center or resort. Be prepared for discussion, action and sharing of ideas. You’ll walk away from this workshop ready to turn your divers into the next generation of ocean advocates.

From Swim to Scuba: How to Grow Your Business with PADI Swim School

Learn how adding swim lessons to your business not only provides additional income and job opportunity, but also brings new swimmers, divers, families of divers and the community into your business. Whether you have a pool, rent a pool, want a pool or have an ocean available, PADI Swim School is for you!

Tec Seminars in the Tec Resource Center

Breaking the Accident Chain

No one ever thinks they will have an accident when starting a dive. Accidents don’t generally occur from a single failure but are caused by a series of events the victim didn’t predict could happen. This presentation will explore the events surrounding incidents and what we can do to break the chain before we become victims ourselves.

PADI’s Room Block is Open

Book your room at the Westgate Las Vegas Resort and Casino for DEMA Show 2018, just steps away in the North Hall of the Las Vegas Convention Center. Call PADI Travel™ to secure the special room rate of $110 US per night* (plus tax). Pay the resort fee and you’ll receive complimentary wireless internet, access to the hotel’s fitness center, in-room safe use and free local and toll-free domestic calls.

PADI programs such as the PADI Social, Course Director Update, IDC Staff Instructor Update and Emergency First Response Instructor Trainer course will take place in the Westgate Las Vegas Resort and Casino, so you’ll be at the center of the action.

Contact PADI Travel at 800 729 7234 ext. 2539 (US and Canada) or email Christine.Grange@padi.com to book your room today.

*Rates subject to change without notice.

New Tools to Supercharge Your Word-of-Mouth Marketing

Written by Megan Denny

Advertising trends come and go, but word-of-mouth marketing remains the most effective way for a business to gain new customers. A study by McKinsey and Company, a renowned worldwide consulting firm, found that “word of mouth is the primary factor behind 20-50 percent of all purchasing decisions. Its influence is greatest when consumers are buying a product for the first time or when products are relatively expensive – factors that tend to make people conduct more research, seek more opinions, and deliberate longer than they otherwise would.”

It makes sense when you think about it. Most people value the opinion of a friend or family over an ad on television or an irrelevant ad in their social media feed. Some new PADI® marketing tools make it easy to boost customer referrals and word-of-mouth marketing.

Word-of-Mouth versus Paid Advertising

The McKinsey and Company study also found, “Word of mouth can prompt a consumer to consider a brand or product in a way that incremental advertising spending simply cannot.”

Zappos founder Tony Hsieh told Forbes, “We take most of the money that we could have spent on paid advertising and instead put it back into the customer experience. Then we let the customers be our marketing. Historically, our number one growth driver has been from repeat customers and word of mouth.”

Another reason to invest in word-of-mouth marketing? Friends who dive together, keep diving. You don’t have to be a PADI Pro for long to see lifetime friendships, and even long-term romantic relationships, form between divers.

Start a New Diver Referral Program

If you don’t have a new diver referral program currently, here are the basic steps to get started:

1 – Decide on incentives

The most effective referral campaign has a two-way offer: a spiff for the current customer and something for the new diver. Dropbox, Lyft, AirBnB and others have successfully grown their business on two-way referral programs.

Lyft offers a $10 US ride credit (approximately one free trip) for both the referrer and the new customer.

AirBnB has a more costly product (an average night’s stay can range from $90 – $200 US), so their referral deal offers $20 US to the referrer and $40 US to the new customer.

When deciding on your referral incentives, here are a few things to consider:

  • What incentive will truly motivate people? Think of an activity you’re interested in trying: snowboarding, golf, mountain climbing, DSLR photography, etc. What would convince you to invest money on this new activity?
  • Similarly, think of an activity with a significant start-up cost. What would motivate you to actively promote this activity to friends, family and co-workers? What level of incentive would inspire you to not only forward an email, but follow-up with that person and really try to sell them on trying a new experience. Use this gut feeling as part of the decision making process.
  • What is the value of a new customer? Consider the net value from course fees, eLearning payments, charter bookings, gear sales, etc.
  • What can you offer that’s high-value but low cost? Incentives don’t have to be discounts or store credit. You might offer two weekends of free gear rental, a free afternoon boat dive, or a guided shore dive with photos. The important thing is to include the value of your incentive in your marketing materials so people gain an appreciation of what they’re getting for free.

For example:

  • Know someone who might like to explore the underwater world? Share our Friends and Family discount.
  • The person you refer gets free rental gear for the course ($150 US value)
  • You’ll get $50 US store credit towards a gear purchase or a free weekend gear rental ($50 US value).

2 – Make the referral process easy

The key to a successful referral program is a simple referral process. Ideally, the customer should only have to do one thing, such as:

  • Forward this email or link
  • Tag someone in this post who should try scuba
  • Give this postcard to a friend, family member or co-worker
  • Mention this offer when calling the store
  • Bring a friend to the last night of confined water training

If your offer is good enough, the customer will go above and beyond the first step.

3 – Determine how you will track referrals

You’ll need a method to track new customer referrals, who referred them, what follow-up efforts have been made, and which marketing efforts are bringing in the best results (Crew Pak inserts, social media, emails, etc.). You can set up a spreadsheet, but to make sure you don’t miss anyone, put a sticky note with your new student paperwork and/or modify your student learning agreement to ask, “How did you hear about us?”

4 – Teach staff how to promote and use the program

Make sure employees are not only aware of the referral program, but also help them understand how and where it can be used. For example, when store credit is given to a customer for referring friends, make sure staff know to mention this credit while can selling equipment. If a customer is indecisive about buying a computer because of the cost, staff could encourage the customer to refer friends to earn money toward the computer purchase.

  • Get the word out by sending an email or a role-play video to staff.
  • Create a one-page quick reference guide about your referral program benefits and how to log referral activity.
  • Remind staff that referrals are earned and delivering superior customer service is key.

5 – Try a friends and family weekend

If managing an ongoing referral program sounds like too much work, try a friends and family weekend instead. Invite current customers to bring a friend for a free Discover Scuba® Diving (DSD®) experience. If staff resources and pool space allow, offer current customers the chance to try out some new equipment at the same time. Then, give the friends time to play around in the pool together.

Some stores ask Open Water Diver students to bring a friend to the last confined water training session. While the instructor finishes up skills with the student divers, another PADI Pro leads a DSD.

Whether you host a DSD weekend, or have students bring a friend to the last confined water session, it’s important to close the sale that same day. A proven way to motivate people is to offer a one-day-only incentive.

6 – Get the word out

Use online and in-person collateral to share your offers with customers. Visit the Marketing Toolbox section of the PADI Pros’ Site to download flyers, postcards, posters and web banners in various sizes.

 

Technology Driven Travel Trends

Written by Ted Alan Steadman

The Digital Age may not be new, but changing technology opens doors while closing others. Maybe nowhere else is that more evident than in the world of travel.

Technology’s influence on travel has made it among the digital revolution’s most impacted industries. Travel agents of the 1980s and 1990s gave way to website searches and online bookings, creating a major shake-up for how we research, plan and execute travel. Back then, could anybody have envisioned the technology integration and convenience that modern travelers enjoy?

“Online travel agencies have been among the clear winners of the digital travel revolution, which has changed the way today’s consumers plan and book their trips,” says Angelo Rossini, contributing analyst at Euromonitor International, a global marketing research organization. “The next few years will see travelers requiring an increasingly personalized service, with companies able to suggest to them customized products on the basis of their profiles and past behavior.”

Our predisposition to being digitally connected around-the-clock plays heavily on consumer behavior. Tech-savvy travelers expect tech-savvy experiences through digital platforms. For instance, in its 2017 survey of major travel companies and professionals on five continents, travel commerce website Travelport Digital reported “90 percent of travel brands said that having a ‘mobile strategy’ is ‘crucial’ or ‘very important’ to the future success of their organization.”

Further evidence? Global hotel titan Starwood Hotels and Resorts knows the deep roots digital now plays with travel consumers. “Digital technology has changed the way we connect with guests, creating a 24/7 relationship in and out of stays,” says Stephan Croix, Starwood’s Vice President of Marketing. “With many travelers already seeking a more customized and local experience, truly personalized trips are already taking off.”

Where PADI Travel™ Comes In

This just-launched division replaces the former PADI Travel Network® with a more comprehensive, sophisticated and reward-based program designed with every segment of the global PADI® community in mind. Thanks to its technology, the dive travel experience can be easier and more profitable than ever for you. This new network gives PADI Dive Centers the ability to easily sell dive-destination packages literally around the globe, while PADI Resorts suddenly have a presence in the world’s most comprehensive dive travel platform.

To clearly see where dive travel is today, just take a look at the past. It all goes back to 1988 when John Cronin, PADI’s co-founder, had the idea of starting a travel company catering to dive travelers – a novel concept at the time. The original PADI Travel Network began as a wholesale tour operator specializing in dive vacations for individuals and groups, and was based at PADI Worldwide in Orange County, California, USA. It operated on the philosophy that growing the dive industry depended on what Cronin called the “Three Es” – Education, Equipment and Experience (the fourth E – Environment – was added later). After the first two Es, travel provided the experience he believed was crucial to keep divers engaged. In addition, he saw travel connecting PADI Dive Centers and Resorts throughout the world – hence PADI Travel Network.

Fast forward into the 21st century, and with the help of more sophisticated online platforms, improved visual presentations and mobile technology, PADI Travel revamps and reawakens the concept, integrating every aspect of the dive travel experience under one roof, so dive travel shoppers get exactly what they want.

“This is a completely new offering,” says Sandro Lonardi, PADI Travel Marketing Manager, who explains that people are becoming more independent when choosing their vacations and have higher expectations. They expect to manage their vacation experience with the click on their laptops, tablets and mobile devices. “We’ve designed the new PADI Travel to be the ultimate online travel agency for divers,” says Lonardi.

Navigating the PADI Travel space at travel.padi.com enables divers to easily research, compare and book dive vacations anywhere in the world, 24/7, through a directory offering one of the largest selections of liveaboards and dive destinations in the marketplace. With a click, PADI Travel site visitors find a user-friendly interface that informs, educates and empowers them to dial-in whatever experience they seek. “Dive travelers use search engines and social networks to research and plan their dive vacations,” says Lonardi, “and being on a website like travel.padi.com makes it easy for dive operators and resorts to be in front of their target audience. PADI Travel is designed to attract thousands of divers looking for vacations.”

What Customers See

PADI Travel includes more than 300 colorful dive destination guides with custom information about diving and traveling, marine life sightings, best times to go, best sites, discounts and more. About 300 liveaboards are represented with full descriptions, postcard-quality photos, alluring videos and more than 3,000 separate itineraries listed with availability, prices and other information for curious dive travelers. Along with PADI Dive Resorts, Centers, Eco Travel itineraries and Destination Guides, dive travelers have access to dedicated dive experts as well, offering personalized planning advice spanning 80 countries.

Dive travel customers are just one of the beneficiaries, however. PADI Travel sellers can register as affiliates to receive commissions and discounts. With the program, PADI Dive Centers with inhouse travel programs gain access to an immense selection of liveaboards and dive destinations as well as dive travel experts who can answer questions in advance. That access gives individual dive centers a global reach that would be prohibitive or difficult to maintain without the program. PADI Resorts, meanwhile, can earn support and business through PADI Travel’s interconnected network of dive travel sellers and registered agents.

To top it off, the aim is to maintain the highest customer satisfaction with expert customer support 24 hours a day, seven days a week. The travel program’s network of experienced dive travel experts – PADI Travel representatives average around 2,500 dives each – adds the personal touch that travel industry experts say is absolutely critical for travel professionals today.

Growing Dive Travel

“Creating and assembling PADI Travel has been a huge ongoing effort,” says Lonardi. “We can cater to groups and individuals alike. PADI Travel has harnessed the latest platform technology to combine the best of online booking with concierge-level travel consultancy.” Not only will PADI Dive Centers find it easier to sell travel packages and PADI Resorts will gain broader reach, but PADI Pros will also have increased opportunities for participation to help motivate dive travel sales.

For tech-savvy PADI Members who are on board with emerging digital marketing opportunities, many aspects of PADI Travel will be familiar. For others looking to implement a more strategic marketing effort, it carries on the PADI family philosophy of growing the overall dive community.

GDPR – New Privacy Regulations in the Old World

You have likely heard that the European Union General Data Protection Regulation (GDPR) is here. But do you know what it is, what it means and who it applies to? Here’s an overview.

What is the General Data Protection Regulation (GDPR)?

The GDPR legislation replaces the 1995 Data Protection Directive and was designed to unify data protection laws across the European Union while providing greater data control and protection for European Union citizens.

Why was it brought into force?

Today’s world revolves around data and it is dramatically different from the world in which the 1995 directive was developed. Many of the original provisions are valid and remain, but the increasing number of privacy and data breaches have made it imperative to update this policy for a number reasons – including the need to protect European Union citizens.

How is GDPR different from the 1995 Data Protection Directive?

Who does it apply to?

  • GDPR primarily applies to businesses established in the European Union but it also applies to businesses based outside European Union that offer goods or services to European Union residents or collect data about European Union residents (Article 2 – Material Scope and Article 3 – Territorial Scope)

What does compliance mean?

  • Because of the complexity of this legislation, full compliance requirements will vary. Please seek information from an appropriately qualified source such as your professional or legal counsel.

When does compliance enforcement begin?

  • 25 May 2018

In there a grace period?

  • The European Parliament approved GDPR in April 2016 and if was officially published in May 2016. There is no grace period.

Where can I go for more information?

Sources:

Disclaimer

The materials in this post do not constitute legal advice and others and are provided for general information purposes only. It is recommended that you contact your general or legal counsel.

PADI Women’s Dive Day Marketing Guide

Check out PADI Women’s Dive Day Event Marketing Guide that includes a timeline for planning and promoting your special event.

Make sure you list your event on the event locator,  so that you get in on the publicity about Women’s Dive Day through PADI’s Facebook/Instagram campaigns, email campaigns, digital remarketing and consumer press releases. Don’t miss out on this great opportunity to celebrate diving and welcome new customers into your business.